Sponsorship network portfolio of corporate partners in the National Basketball Association
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Copyright 2014 Inderscience Enterprises Ltd. This study examined the sponsorship network of the National Basketball Association (NBA) from a business-to-business perspective, focusing on the relationship developments among sponsoring corporations, while sponsored enterprise was suggested to be playing a role as a bridge. Embracing a concept of business network, a sponsorship network portfolio (SNP) was generated and analysed through social network analysis. Results indicated that nineteen corporations formed a central cohesive group, and several firms were isolated within a network. Based on the concept of structural equivalence, the authors suggested that assessments of the level of congruity between SNP and strategic alliances portfolio (SAP) is necessary for both sponsors and sponsees to manage sponsorships for the purpose of strategic and effective business-to-business promotion.